Advertising and Campaign Analyses
hbyucel@gsu.edu.tr
Content
Objective
The objective of this course is to give to students the main elements about advertising processes such as advertising concept, advertising development, advertising current situation and advertising mechanisms of persuasion and to offer various tools for advertising campaigns analysis. The course will offer case studies.
Course Content
Advertising definition, advertising institutions, advertising process functioning
Principles of an effective advertising campaign.
Various methods to analyze advertising campaigns.
Case studies
Course Learning Outcomes
Students will acquire necessary tools to analyze advertising campaigns.
Teaching and Learning Methods
presentations
discussions
students presentations
References
Paul Rutherford,. Yeni İkonalar, Tr Mustafa K. Gerçeker, İstanbul, Yapı Kredi 1996.
Judith Williamson. Reklamların Dili: Reklamlarda Anlam ve İdeoloji, tr: Ahmet Fethi, Ankara, Ütopya, 2001.
John Tomlinson. Kültürel Emperyalizm, tr. Emrehan Zeybekoğlu, İstanbul, Ayrıntı 1999.
Varda Langholz Leymore, Hidden Myth: Structure&Symbolizm in Advertising, New York, Basic Books Inc., 1975.
Nicolas Riou, Pub Fiction: Société Postmoderne et Nouvelles Tendances Publicitaires, Paris, Editions d’Organisation, 1999.
Weekly Contents
| Week | Weekly Contents |
|---|---|
| 1 | Advertising definition, advertising institutions, advertising process functioning |
| 2 | Principles of an effective advertising campaign. |
| 3 | Various methods to analyze advertising campaigns. |
| 4 | How to analyze advertising campaigns target? |
| 5 | How to analyze advertising campaigns creative strategy? |
| 6 | Humor in advertising campaigns |
| 7 | Main themes in contemporary advertising campaigns |
| 8 | Case studies |
| 9 | Case studies |
| 10 | Case studies |
| 11 | Case studies |
| 12 | Case studies |
| 13 | Case studies |
| 14 | Case studies |
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Total | 2 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 1 | 40 |
| Presentation | 1 | 60 |
| Midterm Examinations (including preparation) | 0 | 0 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Total | 2 | 100 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The student can ımprove corporate marketing strategies. | X | ||||
| 2 | Student can produce brand management strategies. | X | ||||
| 3 | The student can analyse advertising campaigns. | X | ||||
| 4 | The student have knowledge about research methodes. | X | ||||
| 5 | The student have knowledge about corporate identity and corporate image. | X | ||||
| 6 | The student can follow trends and innovative developpements on communication. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 14 | 2 | 28 |
| Assignments | 1 | 10 | 10 |
| Presentation | 1 | 10 | 10 |
| Total Workload | 90 | ||
| Total Workload / 25 | 3.60 | ||
| Credits ECTS | 4 | ||